In mid-November, Reebok released a series of new virals starring Penguins center Sidney Crosby that have intrigued hockey fans across the globe for the past few weeks. The spots, designed to promote Reebok's hockey gear (particularly the new 11K Sickick III hockey stick), are extremely well produced.
Both videos, "Sidney Crosby Pyramid Trick" and "Crosby Testing Out His New Stick", are very realistic in nature and make it very hard to decipher whether they have been doctored in any way... But it appears that they have been slightly. As Blake Rosekrans of GMR Marketing pointed out, in the "Sidney Crosby Pyramid Trick" piece, there are no pucks where Crosby is shooting from at the :13 mark but when the camera pans back to him (:18 mark) there are two pucks on the ice.
Regardless, the campaign was extremely well executed and has served as a terrific way to drive buzz and traffic to the Reebok Hockey Facebook page (which was embedded on the YouTube page for both virals). Both virals have generated 100K+ views and will continue to generate buzz.
Check out the two virals below: